Dillon Payne

Welcome Inter Miami CF to MLS

Early this morning while most of us were sound asleep, “MLS Miami” officially unveiled their badge, name, and color scheme. So it’s time to officially welcome Club Internacional de Fútbol Miami to Major League Soccer!

It is indeed a huge day for a club that has been in the works for four years at this point. While it’s been a long time since the franchise was first announced, it seems that over the last seven months there’s been plenty of time, care, and thought put into the naming of the club and the design of the badge. All of which intricately lends itself back toward the community.

“Our city and our fans draw their strength from the dreams of a global population that calls Miami home. It is only fitting that our name pays tribute to the inclusiveness that makes us who we are.” – Jorge Mas, Owner













This inclusiveness can be seen all across Inter Miami’s unveil and launch campaign. Knowing that nearly 70% of the population in Miami speaks Spanish, the club’s insistence on building with the Hispanic community forever in mind is an important aspect to the club’s foundation. The club will be employing a multi-faceted digital campaign happening all across the city of Miami. This approach will feature two murals that are being painted in the city’s famous Brickell & Wynwood neighborhoods (both featured below). Furthermore, the club worked with local newspapers The Miami Herald and El Nuevo Herald to create two distinct special editions & languages of today’s pressings. Lastly, the club unveiled their website which operates both seamlessly in English and in Spanish.

All in all, this looks to be a monumental moment for the new soccer club which is slated to kickoff in MLS in 2020. While there’s much work to be done – like a finalized stadium – this is a massive step in the right direction for David Beckham’s club.




Categories: Design, Hispanic Marketing, Major League Soccer